Deep dive into the elements of Google’s SERP: The Knowledge Graph box

These results are taken from Mediative’s latest research “Google’s Evolving Results Page and The Impact on Your Business”.  For more background as to the purpose behind the study and methodology, download the full study, or read the first blog post in this series.

In our recent study of the changing Google SERP, we discovered that when a Google Knowledge Graph result was shown on a search results page, it was the first element that people fixated on, every time. When the Knowledge Graph was the “end point” in a search, without a need to click through to get an answer, we encouraged participants to click on the Knowledge Graph for recording purposes.

Google SERP The Knowledge Graph Box

With this knowledge box on the page, people likely won’t even have to click through to a website.

Whether or not it was able to keep people’s attention, and win the click, was dependant on whether it was related to the search intent.

  • When the knowledge graph result was not relevant to the search query, on average, 63% of participants looked at the knowledge graph, it captured 4% of total time spent on the page, and won zero clicks. The top organic listing captured significantly more attention and clicks – 82% of the page clicks, and the total visit duration of the first organic listing was 4 times that of the knowledge graph results.
Google SERP The Knowledge Graph Box people attention
  • When the knowledge graph was related to intent, on average, 80% of participants looked at the knowledge graph, it captured 23% of time spent on the page, and won 44% of clicks. The first organic listing captured on average 37% of the page clicks, and the total visit duration of the first organic listing was almost half that of the knowledge graph result (42% less).
Google SERP The Knowledge Graph Box people attention related to intent

Key takeaway

  • With a relevant knowledge graph result, searchers won’t even have to click through to a site, so some businesses will see a decline in traffic to their site. A first or second place organic listing is desirable to minimize traffic loss. Front load content in meta data and title tags, and use schema markup to make your listing stand out, distracting the searchers attention away from the knowledge graph.
  • Knowledge graph results appear mostly in response to a factual or numerical search, or when the search relates to a famous person, place or thing. Focus content development on providing the answers to the potential search query as this will help ensure your website is listed as high up as possible in the organic results below the knowledge graph.
  • Despite a significant decrease in clicks to the top organic listing when the knowledge graph result is relevant to the search query, the top organic listing is still looked at by the majority of participants – brand awareness may still result from the organic impression received.

To learn more about Google’s new SERP, and the effects of the new listings elements on searcher behaviour, get our latest research: “The Evolution of Google Search Results Pages and Their Effects on User Behaviour”.